Introducing “Fujiro,” the Kanesa Group’s Official Character!

We are pleased to announce the birth of the Kanesa Group’s official character, “Fujiro.”

Guided by its management philosophy, “We Exist for Our Customers,” Kanesa Fujiwaraya Co., Ltd. marked the 110th anniversary of its founding in 2026.

Over those 110 years, what we have held dear has never been only the delivery of drinks.
It is supporting the time people spend over a drink, the encounters between people, and the smiles and connections that grow from them. We believe that is one of the reasons we exist in this community.

To take on new initiatives that serve restaurants and the wider community even better, we felt we needed a friendly, approachable way to convey our values and what makes the Kanesa Group what it is.

And so the Kanesa Group’s official character was born.

The character is modeled on an owl — fukurō in Japanese. It embodies our stance as “a liquor merchant you can turn to for advice,” along with two wishes for everyone connected to us, both drawn from the sound of the word: “fuku ga kuru” (may good fortune come) and “fu-kurō” (may you be spared hardship).

The nickname “Fujiro” was chosen through a group-wide call for ideas and a vote by our employees.

From now on, “Fujiro” will appear in all kinds of settings inside and outside the company, connecting the community and the Kanesa Group.
Please look forward to what lies ahead.

The second glass of CPR Tsushin, shown below, is the announcement made when the nickname was decided through the company-wide call for ideas and vote. Please take a look.

* “CPR Tsushin” is the internal newsletter published by the CPR Promotion Section of our General Affairs Department.
The CPR Promotion Section is a team that aims for “Culture Public Relations” — promoting culture — sharing the culture not only of the Kanesa Group but of Miyagi, Tohoku, and Japan as a whole.